Bury-based, specialist streetwear retailer size?, part of the JD Sports Group, has joined forces with Theodore, Alchemy Media and Northern Artillery for its above the line push, launching this week.
The ‘What’s your size?’ campaign concept was created by Theodore. The Doncaster and Leeds-based agency, who recently won the Prolific North Champions Award for ‘B2C Campaign of The Year’, was involved from strategy to implementation and worked alongside Alchemy Media on media planning and buying, and Northern Artillery on creative and production.
The campaign aims to build on the brand’s heritage as a streetwear retailer that celebrates culture, community, collaboration and curation, and pays homage to the backstories of several iconic footwear silhouettes set to take the streets by storm this summer.
The adidas SL72 – originally born for speed and agility on the track; the Asics Kayano-14 and Salomon XT-6 adopted by running communities around the world; and the adidas Samba, emerging from its roots in German football.
Kat Martin, co-founder of Theodore said: “The inspiration behind the concept came from wanting to encourage consumers to create their own story. Creatively and subtly showing the mashup of the historical references of the footwear – running, football and track – and how they’ve been adopted for today’s streetwear culture.”
The shoot, which took place on-location in Sheffield, used a set of protagonists instead of models, each with their own authentic story to tell, linking to the backstories of the footwear.
Leeds-based creative production agency Northern Artillery developed the creative treatment, managed the shoot and delivered all digital and OOH assets.
Stu Baker, Director at Northern Artillery who brought the concept to-life, said: “Working on this campaign has showcased our ability to combine creative thinking with high-quality production and delivery. The concept needed to be effective across various motion and static assets, illustrating the collision of cultures that highlights the rich heritage and curation that size? Offer.”
Amy Cresswell, managing partner at Alchemy Media, said: “Our media strategy has been crafted to drive an emotional connection between size? and their core audiences. We’re using multiple media channels, including OOH, audio and digital, to deliver scale and impact in premium environments in a campaign which will command the attention of millions of our target consumers. A dual-pronged approach ensures that we’ll be supporting both the store network and the size? website with brand-building activity to amplify sales performance.”
Luke Matthews, brand director at size?, added: “This is an exciting time for size? We’re ready to step-up our brand and this campaign is the first part of that journey. We’re getting back to our roots of what makes size? truly size?. It’s our ability to curate collections that have history bedded in culture – be that art, music, fashion or sport – and adopt them for today’s society. This campaign is testament to that.”
